Content Creation

Digital Content is mostly created and published to communicate a message to an audience.

Messages include:

  • ‘I/we have information about something to share with you’
  • ‘I/we want you to do something that benefits both of us’
  • And then, ‘thank you, let’s make sure you had a good experience so that both parties met their goals’


The graphic shows 5 stages to consider to deliver effective content. It’s based on my own experience of creative content design and management.

01 Research

Content ideas get stronger as your understanding of the audience builds.

Start with some observational research:

  • Look at the media you use every day
  • Look for a message
  • Note how that message has been communicated

Do the same again from the perspective of your audience.

  • Look at the media they use every day

Look at industry websites and digital magazines for case histories and reviews.
Reviews and case histories will usually include information about:

  • the goal for the media
  • the creative idea and strategy
  • an evaluation of the impact

02 Create

Creative ideas are stronger when you understand the content goals:

  • Your goals (e.g. to share a message, to build a community)
  • Your audience goals (e.g. to learn about something, to share something , to experience something)

Then you can think about the best way to deliver those goals.

Strategies include:

  • Storytelling
  • Advertising
  • Knowledge sharing
  • Sharing brand values
  • Meeting audience values

Look for real examples of the strategies used to communicate with your audience.

03 Media/Content Assets

Understanding the audience and their goals will focus your ideas for your project.
What media assets will you need to make? These could include one or more of the following:

  • Copy, text, script, interview questions
  • Graphics
  • Illustrations
  • Photographs
  • Videos
  • Sound
  • Simple animation

If the answer is yes, are you going to create the media for your project yourself?
Do you need to learn specialist skills in image and or video editing, or videography and photography. Do you need to work with other creative partners to deliver your idea?

Creative projects do not usually happen overnight. They take careful planning.
It takes time to research, plan out ideas and storyboards, arrange interviews, design graphics and take photographs. What media assets you create may depend on how much time you have before the publishing deadline.

If there is a publishing deadline for the project make sure you know what it is so that you can make a plan.

Things to think about:

  • It takes time to work in a team
  • Responsibility for each part of the project has to be planned
  • Video and photography may require good weather
  • Interviews rely on availability
  • Media editing can’t start until the media has been captured
  • Plan for things going wrong
  • People get sick and people have competing priorities
  • Health and Safety Procedures
  • Ethics approval/Copyright
  • Budget
  • Approval to publish

04 User Experience (UX)

Content Management Systems (CMS) are used by teams and/or organisations to manage and publish content to websites, blogs, journals, magazines and social media channels.

Content Authors and Editors work to structure media for the web to enable the best possible user experience (UX) so that both users and organisations achieve their goals. Words and typography, images, videos, sound, graphics and animation all play a part in the user experience (UX).

Mapping the user experience (UX) and the user journey before you publish will improve the chance of its success!

Finally, don’t forget to measure the impact of your content using the statistical tools available in your CMS and channel dashboards.

Below are some useful links to learn more about User Experience (UX).

05 Publish

The following link provides a good tutorial on how to use the WordPress CMS.

And here’s a great talk by Steven Johnson about where good ideas come from

Links to Industry websites and magazines to help with research, creative ideas, reviews and case histories.

‘To change the world, first imagine a better one’ (reference for the above title video if it is not visible).

Industry Links

By Wendy Corbett, Nov 2020.

Credits: Graphics by Wendy Corbett.